Anti-hauls, project pans, empties and declutter videos are becoming popular as bloggers expose the excesses of the beauty industry
Beauty influencer Jeffree Star’s lobby is filled with boxes and garbage bags. Inside is US$1m worth of free makeup that he’s getting rid of. The PR packages he receives from cosmetics companies daily have taken over his Calabasas mansion, all sent in the hope of getting his attention – and airtime in one of his Snapchats, Instagram stories or YouTube videos. But most of the products he’s throwing out are untouched or barely used. And he isn’t the only influencer who wants less, despite being inundated with more, more, more.
“As eternally grateful as I am … [the] majority of what I am sent is wasted on me.” Lauren Curtis, Australia’s most popular beauty YouTuber, also receives an influx of free packages and has been outspoken about the excess of it all: products hidden under layers of boxes, tissue paper, bubble wrap, packing peanuts, foam inserts … the list goes on.